Reflections on international marketing: destructive regeneration and multinational firms

Posted On September 28, 2015
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by Cavusgil, S. Tamer, Erin Cavusgil Academy of Marketing Science. Journal 40, no. 2 (2012): 202-217

Abstract Constant in the evolution of the business enterprise has been its relentless search for competitive advantage. What has been phenomenally different about this quest is that it is, increasingly, a global landscape that defines the firm’s opportunities and… more »

Building Market-Based Assets in a Globally Competitive Market: A Longitudinal Study of Automotive Brands

Posted On September 28, 2015
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by Townsend, Janell D., S. Tamer Cavusgil, Roger J. Calantone Interdisciplinary Approaches to Product Design, Innovation, & Branding in International Marketing (Advances in International Marketing, Volume 23), K. Scott Swan, Shaoming Zou (eds.), Emerald Group Publishing Limited (2012): 3-37

Abstract Understanding the impact of marketing-related investments on market-based assets is a fundamental issue for marketers.… more »